Infiniti adopts ‘S’ branding

A new badging system emphasising the performance of its model line-up will be rolled out and explained by Infiniti as it launches the all-new Q60 coupe and high-powered versions of the Q50 sedan this year.

The system is based around the letter S in three different colours – red S for performance, silver S for performance packs and blue S for hybrids.

The ‘S’ badge is already sneaking into Australia prior to its official reveal, with silver S badging on the rump of higher spec versions of the Q30 compact crossover/hatchback launched here last week.

"We are looking at performance badging so there are different levels confirmed in terms of S but there is nothing confirmed (for Australia) yet,” Infiniti Cars Australia managing director Jean-Philippe Roux said.

“We will come back to you when we launch Q50 with high power engine and Q60. We haven’t fully finalised what we are doing. We will most likely use the S in Australia.”

The S branding looms in Australia following the confirmation that ‘Eau Rouge’ has been parked as a potential sub-brand for Nissan’s luxury brand.

The Q60 will launch here with 224kW and 298kW versions of the new VR30 twin-turbo V6 in September, at the same time as the Q30’s all-wheel drive close relation, the QX30, arrives in Australian showrooms.

The 298kW Q60 is expected to launch in December and is already being promoted here online via a driving clip featuring Game of Thrones star Kit Harington reciting the William Blake poem ‘The Tyger’.

A 224kW version of the Q60 will also be launched, although more likely in 2017.

While Roux said the Q30’s launch in Australia marked a potential sales volume milestone, he was clear the Q60 offered clear opportunities here with the local fixation on performance cars and Infiniti’s determination to carve itself a niche in that area.

“Yes Q30 is the beginning of the full suite of new products, yes Q30 will have a positive impact in terms of brand awareness, yes Q30 will have a positive impact in terms of volume. But it’s not just a fresh car, it is a milestone along the journey. There are more things coming through,” Roux said.

“Performance is at the core of what we are trying do and we all know that premium brands are all being supported by a performance image which resonates specifically well with Australians (and) is good news for us,” he said.

“Q60 will also be very important when it comes to what it tells about the brand, what it tells about design and performance. It’s an important car, it’s a very important car.”

Four years into its slow-burn Australian launch Infiniti is still struggling to gain traction. But it continues to grow its dealer network – now at seven retail plus two service – and will launch of total of four new and updated models by the end of 2016.

So far in 2016 sales are up 26.6 per cent year on year, but that’s to only 395 sales.

Roux promised that regular flow of new models would continue in 2017 and 2018.

“We have three product news next year and in 2018 we have at least two product news.

“So I am working on a plan over the next three years which is obviously linked to product coming, volume expectation and dealer expansion all coming together.

“There is s till a lot of work to do, it is a long journey, we know that for a fact. But if we think we are doing the basics right in terms of brand, owners, network and product, we will see some uplift.”

Forthcoming models over the next few years from Infiniti are expected to include new generation Q70 large car and QX70 SUV, an all-new Q80 large fastback, overhauled QX50 and QX80 SUVs and an update of the Nissan Pathfinder-based QX60, which like the QX50 is not currently sold in Australia.

Infiniti has also recently announced it will soon start manufacturing a variable-compression turbo-petrol engine. It is expected to first appear in an SUV.